Want to make more money without selling more stuff? It’s time to increase your average order value on Amazon.
If you’re an Amazon seller grappling with rising costs and shrinking profit margins—or simply aiming to boost your earnings—then increasing your average order value (AOV) is a must.
But let’s be honest: Amazon’s rules often feel like roadblocks, especially when they limit the marketing tactics third-party sellers can use. Meanwhile, chasing new customers to grow your revenue burns through time and money faster than you’d like.
And here’s the kicker—you’re likely overlooking a goldmine in your existing customer base. You’ve already invested in drawing them in, so why not maximize the return on that effort?
The key isn’t just gaining more customers—it’s increasing how much they spend. The good news? You can control this. Keep reading for our Amazon Agency‘s proven strategies to boost our clients’ AOV and sales.
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Why Increase Average Order Value on Amazon?
Average Order Values in the eCommerce market increased by 7.31%, from £106.47 to £114.25 (about US$ 134 to US$ 143) in October 2024 compared to October 2023. Amazon sellers looking to scale their business should prioritize increasing their AOV. This metric, which measures the average amount a customer spends per order, is a direct driver of profitability.
What is Amazon Average Order Value
AOV measures how much money customers spend on average per transaction. It is calculated using this simple formula:
This metric provides valuable insights into customer spending habits, allowing for strategic planning to boost revenue.
Why Amazon Average Order Value Matters to Sellers
AOV is a cornerstone metric for scaling an Amazon business. Here’s why:
- A higher AOV means more revenue per transaction, increasing profitability without needing additional customers.
- AOV helps sellers understand consumer behavior, enabling better pricing, marketing, and upselling strategies.
- High-AOV customers are often repeat buyers with untapped potential for upselling or cross-selling.
Link Internally to Increase Average Order Value on Amazon (4 Ways)
Internal linking on Amazon means strategically connecting different parts of your product ecosystem within the platform. This involves creating clickable links that guide customers from one Amazon page or product to another within your brand’s portfolio.
1. Cross-Link Products In Brand Story
Your Brand Story helps build trust with shoppers and connects them emotionally to your brand. By adding clickable links to related products, you can easily direct customers to complementary items, encouraging them to add more to their cart and increasing AOV.
By cross-linking products in your Brand Story, you make it easy for customers to discover additional items they may want. For example, if they’re viewing your Mr. and Mrs. Wine Tumblers, they might also be interested in the matching Mega Pint Cups.
This strategy not only boosts AOV but also strengthens brand recognition by showcasing your product range.
Tips for Success
- Tell Your Brand’s Story: Highlight your mission, vision, and values to build trust with customers.
- Link Relevant Products: Place links to complementary items to encourage more purchases.
- Feature Popular Products: Link to bestsellers or new arrivals to capture interest.
- Add a Call to Action: Use clear prompts like “Shop Now” to guide customers.
2. Add Charts and Grids In A+ Content
A+ Content allows you to create engaging, informative product pages that go beyond basic descriptions. With the addition of high-quality images, comparison charts, and cross-linked product grids, you can introduce customers to other products they may need or want, boosting the likelihood of them adding more to their cart.
Key Strategies to Increase AOV
- Product Grids
Add cross-linked product grids at the bottom of your A+ content. Display complementary items like a fitness mat with exercise bands to encourage bundling and increase cart size. - Comparison Charts
Include comparison charts to show how your products differ from others. This helps customers explore more options, increasing the likelihood of upsells. - Product Variation Grids
If your product has different sizes, colors, or scents, showcase these variations in a product variation grid. Presenting multiple options encourages customers to buy more.
Tips:
- Use all available space in your A+ Content to push competing ads down and increase visibility.
- Include clickable images of other related products to drive interest and encourage additional purchases.
Learn more about how to make the most out of Amazon A+Content.
Key Takeaways:
AOV is a critical metric for Amazon sellers. By understanding the factors influencing AOV, you can implement effective strategies to increase it.
Key Takeaways:
With the product grid in A+ content, you can showcase related products, encouraging customers to buy more and reduce competitor visibility.
3. Showcase Your Catalog In Brand Store
An Amazon Brand Store showcases your entire product catalog, and using internal links within the store can guide customers toward related products, boosting your AOV.
Leverage on Brand Store
- Internal Navigation
Connect product categories and pages seamlessly. For instance, if a customer is viewing moisturizers, direct them to serums or cleansers to encourage additional purchases. - Product Collections
Turn product grids into curated collections to promote related items, increasing visibility within the store and across Amazon. - Best-Selling Products
Display your top four best-sellers at the top of your Brand Store with an “Add to Cart” button for easy purchasing. - Brand Store Layout
Use internal links to showcase various products, such as incense sticks, soaps, and novelty items, to encourage customers to buy more. - Brand Recognition
Include your logo on packaging to improve brand association and make it easier for customers to explore your full catalog.
Tips for Success:
- Use curated collections to highlight related products.
- Feature top-selling products in an easy-to-navigate layout.
- Ensure a clean, user-friendly design to boost engagement and sales.
4. Use Defensive PPC Ads
Defensive campaigns protect your product listings by preventing potential customers from leaving your page and buying from competitors. They focus on targeting branded keywords and product displays.
Why You Need Them
A brand without defensive campaigns might lose customers to competitors’ ads appearing in the product display and branded keyword spots. By running these ads, you prevent this from happening and improve your chances of converting customers.
Key Campaign Types
- Product Display Ads:
These ads target shoppers who are browsing similar products to yours. Example: If someone views a garlic press, your ad for a garlic press variation can appear, keeping them within your brand ecosystem.
- Branded Keywords Ads:
These target keywords related to your brand, ensuring your product shows up when someone searches specifically for your brand. Ads for branded keywords are typically cost-effective, providing a low cost-per-click (CPC) and higher conversion rates.
How to Set Up Defensive PPC Ads:
- Product Display Ads:
Select your product(s) and use manual product targeting. Add variations and related products to target and protect your listings.
- Branded Keywords Campaigns:
Create a manual campaign for your brand keywords using exact match targeting. Separate branded keywords from regular campaigns to avoid budget mismanagement.
Example
For a yoga mat, a defensive ad could feature:
- A premium bundle (mat, carrying strap, cleaning spray)
- Links to related items like yoga blocks in your Brand Store
- Prominent placement for brand name searches to prevent competitors from capturing that traffic.
8 Additional Ways to Increase Average Order Value on Amazon
1. Bundling Products, Physically and Virtually
Bundling products is a proven strategy to boost Average Order Value on Amazon. You can choose between physical and virtual bundles, each with its benefits.
- Physical Bundles: Combine complementary products into one package, shipped together with a single barcode. This option reduces Amazon fulfillment fees and allows you to offer discounts, making the bundle more attractive to customers.
- Virtual Bundles: These bundles consist of separate products, each shipped individually, but grouped together in one order. While individual fulfillment fees apply to each item, virtual bundles offer flexibility in pricing and product selection.
Cross-Selling
Offer complementary products together. For example, bundle a camera with accessories like a tripod or lens cleaner to increase value.
Upselling
Encourage customers to upgrade to a premium version of a product by bundling it with related items, such as a high-quality case with a phone.
Product Kits
Create curated kits of products designed to be used together. Offering them at a discount makes them more appealing and increases AOV.
Seasonal Promotions
Capitalize on holidays or events by bundling seasonal items. Offering discounts on themed bundles can attract more buyers.
2. Improve Listing Images
To boost Average Order Value on Amazon, focus on improving your product images. High-quality photos increase click-through rates (CTR) and enhance the perceived value of your product.
Main Image Optimization
The main image is crucial for CTR. Use a clear, professional photo that highlights key details like size or features. Including relevant keywords in the image text can also improve both CTR and search ranking.
Secondary Images
Show your product from different angles and in use. These images help demonstrate its value, encouraging customers to buy more.
Professional Quality
Invest in professional photography to ensure your images stand out, as quality photos build trust and increase AOV.
3. Optimize Product Pages
A well-crafted listing not only drives traffic but also convinces customers to spend more. Here’s how to do it effectively:
- Elevate Visual Appeal
As explained above, use high-quality images that showcase your product’s features and benefits. Fill all available image slots. Add product videos to demonstrate functionality, solve potential buyer questions, and build trust.
- Polish Your Product Copy
Incorporate relevant keywords you found using Helium 10 tools to improve search visibility while maintaining clear, compelling language. Highlight your product’s unique selling points (USPs) and clearly state the problem it solves.
- Engage with Reviews and Questions
Address product reviews and answer customer questions directly in the listing content to alleviate doubts and provide clarity.
4. Run Multi-buy Promos
Offer multi-buy promotions where customers get a discount for purchasing more units. For instance, a 10% discount for buying two units or a 20% discount for three encourages shoppers to buy in bulk, driving up your AOV.
Here are the types of promotions sellers can use:
- Percentage Off Promotions
A public code that can be displayed on product pages, helping increase conversions and average order value by applying a discount on select items or combinations.
- Buy One Get One
This promotion offers a free product with the purchase of another. It’s ideal for clearing out excess inventory or encouraging sales of underperforming products.
Make sure the promotion is structured in a way that still aligns with your margins and pricing strategy.
5. Set Up Parent-Child Listings
Parent-child listings are a great way to increase average order value on Amazon. These variation listings allow you to group products in different colors or sizes under one main listing.
By offering multiple options, customers are more likely to find what they want, improving conversion rates. For example, a customer might prefer a red yoga mat over a black one and purchase immediately.
The real AOV boost comes when customers see a range of options and add more items to their cart, encouraging higher spend with minimal effort.
6. Ensure Amazon Prime Eligibility
Prime members are among the highest spenders on Amazon, with an average of $110 spent per month, compared to just $38 for non-members. Additionally, in 2024, about 75% of all US shoppers are Prime members. With these statistics in mind, it’s clear that Prime members are more likely to make frequent, higher-value purchases.
To tap into this lucrative audience, ensure your products are eligible for the Amazon Prime badge. Enrolling in Amazon’s FBA program, where you send your products to Amazon’s fulfillment centers, ensures your items are eligible for Prime shipping benefits.
With the Prime badge, your products will be displayed with free, fast shipping, making them more attractive to Prime members and increasing your AOV.
7. Implement Strategic Pricing
When increasing your AOV, pricing plays a crucial role. While some may assume that raising prices will directly lead to higher revenue, this approach isn’t always effective.
Instead, consider implementing a dynamic pricing strategy—where prices adjust based on factors like market conditions and customer behavior.
For example, with dynamic pricing tools, your best-selling product could fluctuate between $23 and $30, depending on demand and competition. Without adjusting your prices, you may miss opportunities to sell at higher price points when customers are willing to pay more.
Amazon offers various dynamic pricing tools that can optimize your product prices in real-time, ensuring you’re always competitive, boosting sales, and ultimately increasing your AOV.
Key Takeaways:
- Lowering prices temporarily can boost sales velocity and improve rankings.
- Price drops increase velocity, leading to higher visibility and more organic sales.
8. Offer Subscribe & Save
The Subscribe & Save feature lets customers automatically reorder your products at regular intervals, ensuring a steady stream of sales without relying on repeated visits to your listing. This updated option makes it easier to identify subscription orders in your reports with a simple “Subscribe & Save” button.
It’s cheaper than traditional PPC, with costs as low as 15%, and is ideal for consumables or products that customers need regularly. By offering Subscribe & Save, you increase customer retention, lower marketing costs, and boost visibility without relying on high-cost ads.
Plus, you can add discounts and special offers to further incentivize subscriptions. It’s a smart way to increase predictable revenue while managing order volume efficiently.
Best Practices to Increase AOV on Amazon
- Use Strong Calls to Action (CTA)
Encourage purchases with clear CTAs like “Get this” in your product grid. Directing customers to more items increases the chance they’ll add extra products, boosting AOV—especially through cross-sell opportunities in A+ content.
- Ensure Proper Hyperlinking
Double-check backend ASIN linking to ensure product images and text links are clickable and direct customers to the right pages. Regularly verify A+ content links to avoid broken connections that could hinder sales.
- Implement the “Good, Better, Best” Strategy
Offer tiered product options at different price points. This encourages customers to upgrade to higher-priced items, increasing their average spend per order.
Overcome Challenges When Increasing AOV on Amazon
- Avoid oversaturating your market or creating internal competition by using competitive pricing and clear product differentiation.
- Ensure upselling strategies don’t reduce sales of higher-margin products. Balance your approach to drive overall growth.
- Prevent stockouts or overstocking by monitoring demand and maintaining balanced inventory levels.
- Set upsell prices carefully to appeal to buyers while protecting profitability and avoiding customer alienation.
Expertly Increase Average Order Value on Amazon
Achieve the full potential of your Amazon business by applying these proven hacks to increase your Average Order Value. From strategic cross-selling to optimizing your Brand Store, these steps can transform your revenue growth.
Ready to see real growth? Contact our full service Amazon agency today, and let’s start driving your AOV—and your sales—to new heights.
